Effectiveness
The hijacking of the radio shows became the talk of the town but the real proof was in the sales – GPS BAY recorded an increase of 35% during the campaign period.

Execution
Since youths tune in to the popular 'Aunt Agony' radio programmes to discuss relationship issues, the agency took the opportunity to hijack those radio shows to increase brand awareness – with practically no media money.It was a major feature, because the media did not see it coming, no thanks to the lead-in which was deceptively intriguing. The clueless DJs hosting the shows inadvertently became a part of radio history because no such thing has ever happened before.

Strategy
GPS BAY wanted to heighten its brand awareness among the car-owning youths, who are potential targets of car navigator systems. Unfortunately, GPS BAY has an extremely small advertising budget compared to its competitors. Hence, the brief was to seek a ground breaking creative idea for radio because the target drivers tune in to radio shows often. The idea took the form of an out-of-radio-box hijacking stunt. A caller was hired to call unsuspecting DJs of Aunt Agony radio shows and misled them into thinking something else before dropping brand mentions which in turn created resultant brand awareness!